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In salons these treatments would set you back anything from £50 to £100 but these are masks you can apply at home for £18 each.

Boots’ first major foray onto the own-brand beauty scene in 2007 – the No7 Protect & Perfect Serum – sold out in store and online.

Sales soared by almost 2,000% after the BBC2 science show Horizon praised it.

Their last product launch in April was so hotly anticipated there was an online waiting list with 17,500 names on it across the UK and Ireland.

The No7 Line Correcting Booster Serum was the first product to launch from the Laboratories range. It caused a stir because it was their most concentrated age-defying solution to date.

It promised to turn back the clock five years in 12 weeks.

Customers said it was better than Botox, a wrinkle reduction treatment that is way out of most people’s budgets. Now they have focused on the beauty ­industry’s obsession with face masks.

Few masks used at home contain high enough concentrations of key ingredients to make significant or lasting improvements.

But Boots want their customers to be able to achieve professional results at home at a price that they can afford.

Dr Ravi Jain, founder of Riverbanks Wellness & Anti Ageing Clinics, has praised the product, saying: “There are more sophisticated products available from top-end medi-spas and clinics, but these masks are affordable to many and Boots should be commended for introducing people to a simple skincare routine that produces results.”